To create a company that really matters to other people, design a unique, positive customer experience into every aspect of your product or service. That requires becoming a “design-driven” firm, with leaders who understand that great design is the only thing that saves a product from becoming a commodity. Inspirational design turns your product into something bigger than the sum of its parts. To demonstrate this desirable design experience, authors Robert Brunner and Stewart Emery (writing with Russ Hall) point to iconic products, such as iPods and Harley-Davidson motorcycles. Their passion for corporate devotion to design permeates every page, becoming, alas, weaker with repetition, and then getting refortified in chapter eight, which offers a solid method for achieving successful design. getAbstract recommends this book to managers since most designers already agree that superior, comprehensive design is good for business.
In this summary, you will learn
- Why you want to create a positive customer experience;
- How design contributes and makes your brand unique;
- How to become a “design-driven” company; and
- What “design-rich” companies like Apple and IKEA do for their customers.
About the Authors
Robert Brunner directed industrial design at Apple Computer, where he worked on the original Macintosh PowerBook. He founded Ammunition, a design consultancy. Business coach Stewart Emery, co-authored Success Built to Last, and wrote Actualizations and The Owners Manual for Your Life. He is an executive at Belvedere Consultants. Their “writing partner” was Russ Hall.